Tag: marketing

My Latest for the Found Gen: Consumers’ Message to Brands: Just Be Yourself

Leave a comment

Screen Shot 2016-03-13 at 3.19.36 PM

Most savvy business owners find themselves, at some point in their company’s life span, worrying whether their marketing message is connecting with target customers. And if those customers include people under the age of 30, the worry isn’t just about connecting—it’s about speaking what seems like a whole other language.

The good news is: They can now relax. Marketing studies have (yet again) revealed that consumers of all ages respond better to messaging that is authentic to the brand and focuses on what’s important—how will your product or service make my life better?—versus what’s cool or trendy. READ MORE AT THE FOUND GEN

My latest for The Found Gen: Content Is King

Leave a comment

Screen Shot 2015-03-18 at 9.53.49 PM

It is a basic truth that when we are surrounded long enough by any one thing, we eventually take it for granted. It’s not that the usefulness has lessened (though certainly in some cases the perceived value has); it’s just that we become conditioned to expect it. Content, and specifically Internet content, is something most of the computer-using population now takes for granted. Think about it: Do you ever flip open your laptop in the morning and fear: Maybe this is the day Google will return 0 results. What if the Huffington Post doesn’t have an opinion on something? How will I get through the day if no one posts a witty rant on Twitter? READ MORE AT THE FOUND GEN

My Latest for the Found Gen: What Makes a Slogan Effective?

Leave a comment

Screen Shot 2015-04-21 at 4.20.33 PM

The term “slogan”—defined as a “word or phrase that is easy to remember and is used by a group or business to attract attention”—is derived from the Scottish word for a war cry. It’s a pretty fitting etymology, when you think about it. An effective slogan cries out into the marketplace the essence of a business. It becomes entrenched in consumers’ minds, guiding their subconscious thought patterns, perceptions and, hopefully—ultimately—their decision making. It is a perpetual (and free) advertisement. READ MORE AT THE FOUND GEN